Advanced Social Media Marketing

Project 3: Content Marketing

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Project 3: Content Marketing

(Expected completion time – 60 minutes)

I. Project Goal/Objectives/Problem Statement:

✓ To learn how to use customer profiles or personas to determine which types of content
to develop for upcoming social media campaigns.
II. Skills that you will acquire after completing the project:
✓ Ability to define a customer persona and identify the style of content that will best
reach them.
✓ Ability to take a single topic and create a variety of content pieces, each aimed at a
different type of potential customer.
III. Learning outcome of the project:
✓ Individuals who complete this project will be prepared to identify both the topics and
presentation style for content targeting multiple types of consumers.
IV. Project Description:
✓ In this section, you learned about the role of content marketing, building a content plan,
matching content to consumer intent, and generating content ideas. In this mini project,
apply these concepts and answer the questions.
V. Project Tasks:
✓ While content marketing takes time to produce, it is one of the single strongest forms of
owned media within the social-media landscape. Content marketing isn’t just about
blogs. It is about all content you create for the social web.
✓ For each topic, answer the questions keeping in mind your current organization.
Download the questions from the Learning Tool to your local drive, answer them, and
submit the project.

Topic 1: Content Matrix Placement

• Think about the content matrix we discussed during training and then review it once
again below. Consider the different needs of your audience and how different types of
content might help meet their needs.

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 1. Brainstorm two potential customers. Think about who makes purchases and what motivates
them. Create a sample profile that explains who they are and why they might want to buy.
Customer One
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Customer Two
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2. Customers either need to be made aware or pushed to convert, depending on where they are in
the buying cycle. Their personal motivations will determine if their decision is rational or
emotional. In the chart, above, match each of your profiles to one of the quadrants.
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Topic 2: Content Ideas

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 • During training, we talked about breaking content down into seasonal content,
keyword-based content, and conversion-based content. Brainstorm a handful of topic
ideas for each of the three categories.

1. Keyword Focused Content

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2. Seasonal Focused Content

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3. Conversion Focused Content

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Topic 3: Content Idea Outlines

• Using the topics and ideas you brainstormed in the section above, take the time to
outline three to five pieces of content you could use for a marketing campaign. Be
specific as to the topic, title, and description of content style (i.e. infographic, explainer
video, blog post, white paper, and so on).

1. Example One Topic: __________________________________________________________

Conversion Focused? Yes [ ] No [ ]
Describe the type of content you would create:
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2. Example Two Topic: __________________________________________________________

Conversion Focused? Yes [ ] No [ ]
Describe the type of content you would create:

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 ___________________________________________________________________________
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3. Example Three Topic: __________________________________________________________

Conversion Focused? Yes [ ] No [ ]
Describe the type of content you would create:
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4. Example Four Topic: __________________________________________________________

Conversion Focused? Yes [ ] No [ ]
Describe the type of content you would create:
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5. Example Five Topic: __________________________________________________________

Conversion Focused? Yes [ ] No [ ]
Describe the type of content you would create:
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Editorial Calendar:

Using the content ideas brainstormed in the sections above as your starting point, use the image below
to create a sample content calendar for a month’s worth of features. Place the content into the calendar
with an estimate of time needed to create the content. If you wish, add in notations for curated content
themes that could be researched and posted by your social media posting team to help reinforce your
original content.

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Mega Content Brainstorming:

Using the content and editorial calendar you have already created, ask yourself if any of your content
ideas can be expanded into Mega Content. Brainstorm an approach using the questions below.

1. Select a single theme or topic for your Mega Content:

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2. List two to three blog post ideas for your chosen piece of Mega Content:
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3. List one or two infographic ideas for your chosen piece of Mega Content:
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4. List one or two video content ideas for your chosen piece of Mega Content:
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5. Outline the content of two to four images related to your chosen piece of Mega Content for
social channel sharing:
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